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  • Shaily Mehrotra on How Fixderma is Shaping Skincare with Science-Backed Solutions

    StartupTalky presents Recap’24, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2024 and discuss their vision for the future.

    The skincare industry in India is booming, with the market projected to grow by 2.57% annually from 2024 to 2029, reaching a volume of USD 11.31 billion by 2029. This growth shows the increasing demand for effective skincare solutions, with consumers becoming more conscious of the products they use.

    In this edition of Recap’24, explore the journey of Fixderma, one of the leading names in the skincare industry. We had the privilege of connecting with Ms. Shaily Mehrotra, CEO and Co-founder of Fixderma India Pvt Ltd, where she shared the story behind the brand, its products, marketing strategies, and what’s next for the future.

    StartupTalky: What inspired you to start Fixderma, and how did you identify the gap in the skincare industry that your brand addresses?

    Ms. Shaily Mehrotra: When we started Fixderma in 2010, the skincare landscape in India was still emerging. While there was a wide range of skincare products available in the Indian markets, very few of them prioritized clinical efficacy and dermatologist-backed formulations.

    The gap was clear to us, existing products lacked innovative, problem-solving formulations and often had a very clinical, pharma-like presentation. There were also limited solutions for issues like anti-aging, acne management, and scar treatments.

    Our mission was simple to create products that genuinely fix skin concerns while maintaining the highest standards of quality and efficacy. This commitment has been the cornerstone of Fixderma’s journey. It’s why we reached out to dermatologists early on, building trust in a nascent market, and established our own manufacturing unit in 2013 to ensure complete control over quality. Today, this focus continues to drive us forward, as we aim to bring meaningful solutions to our consumers globally.

    StartupTalky: What do you think has been the main reason behind Fixderma’s growth? What key metrics do you track to check the company’s growth and performance?

    Ms. Shaily Mehrotra: The key driver behind Fixderma’s growth is its continual commitment to developing clinically effective, high-quality skincare products that address real and unmet skin concerns. From the start, conducting clinical trials, developing and releasing proven, safe, and innovative products has enabled us to establish confidence among our consumers and dermatologists. So, this confidence we have earned, as well as the capacity to meet the fluctuations of the market while remaining unchanged in quality has played a crucial role in our growth journey.

    Another significant factor has been our emphasis on education and awareness. Our association with IPL helped us reinforce the importance of ‘Har Din Sunscreen,’ encouraging daily sunscreen use among a broad audience. Additionally, through partnerships with Splitsvilla and college activations, we promote the early adoption of skincare routines among young consumers, making skincare education both engaging and impactful. We have worked to bring consumers closer to scientifically proven skincare to enable them to make choices wisely. Through collaborations with dermatologists and leveraging platforms like social media, we’ve created meaningful engagements that not only promote our products but also establish Fixderma as a reliable authority in skincare.

    With regard to gauging the company’s development and performance, we focus on metrics that reflect both consumer satisfaction and market expansion. Our revenue growth, particularly across domestic and international markets, is a key indicator of our progress. We also pay close attention to how effectively we’re penetrating new regions and gaining traction in key markets. Customer loyalty is another critical factor, and we regularly evaluate repeat purchase rates and customer feedback to ensure our offerings meet and exceed expectations.

    StartupTalky: As a dermatologist-prescribed brand, how do you ensure the efficacy and safety of your products?

    Ms. Shaily Mehrotra: At Fixderma, ensuring the efficacy and safety of our products is at the core of everything we do. We work closely with dermatologists, to create practical solutions for real, everyday skin issues. In fact, the majority of our products are prescribed by dermatologists because the quality and performance of our formulations are trusted by them. This dermatologist-prescribed model has been built over years of research, testing, and feedback and this is how we have developed products that are effective.

    Additionally, we invest in our own state-of-the-art manufacturing facilities at Neemrana, where we have full control over the production process. This allows us to guarantee the quality of the ingredients used in each product and conduct strict quality control at every stage of production. We also use an extensive process of clinical trials and patch tests to determine the client’s skin and the safety of the products. The continuous feedback loop from dermatologists and consumers is key to our product development.

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    StartupTalky: How has Fixderma managed to expand to over 30 countries, and what challenges did you face in international expansion?

    Ms. Shaily Mehrotra: Fixderma’s expansion to over 30 countries across the globe has been an exciting but challenging journey. One of the major hurdles we faced was meeting the varied regulatory standards in each market. The skincare industry is one that is heavily regulated and as such has strict guidelines that must be followed which varies from country to country.

    To this end, we made sure that our manufacturing plants met worldwide standards, and I am proud to say that our factory meets the standards set forth by the USA FDA. This certification not only attests to our quality but also makes it easier to penetrate regulated regions. We also work closely with local teams in every country we enter. Understanding the nuances of each market whether it’s consumer behavior, cultural preferences, or local regulatory norms is critical to success.

    StartupTalky: Can you tell us more about Fixderma’s commitment to ‘Make in India’ and how it helps contribute to local employment?

    Ms. Shaily Mehrotra: At Fixderma our effort towards the ‘Make in India’ campaign is one of our primary principles and business strategy. We strongly believe in contributing to India’s growth by promoting domestic production, creating employment, and supporting the economy.

    Our principle of selling ‘Make in India’ largely indicates all of our current products have been made in India using the best possible ingredients available in the local and international markets. This enables us to maintain strict quality control standards as well as reduce our dependence on imports, making it easy for us to stay price competitive yet not compromise on quality.

    Due to manufacturing locally, we are able to create jobs in various departments such as assembly line, research and development, quality assurance, packing, and shipping. We have an extensive and reliable network of local suppliers and vendors, reducing our carbon footprint and enriching the Indian ecosystem. This creates even more jobs in the areas surrounding our manufacturing unit and helps develop skills in the healthcare and skincare industries.

    The ‘‘Make in India’’ campaign does not only stop at manufacturing but extends to R&D as well. We put focus on groundbreaking R&D facilities in India enabling us to create cutting-edge skincare products tailored to both Indian and global markets.

    Ms. Shaily Mehrotra: At Fixderma, with more than 130 SKUs, handling product innovation is quite an intricate but exciting process. The key element in our strategy is to keep on understanding the changing customer needs and market dynamics so that we remain proactive and continue to develop products in line with what the consumers want.

    We place a strong emphasis on R&D. Our dedicated team of dermatologists, scientists, and product developers are assigned the task of actively tracking the developments in the wellness and skincare markets and consumer trends. This means studying the patterns of international markets, doing a lot of market research about the consumers, and being updated about the latest improvements in dermatology and skin care. We also closely observe feedback from our existing customers, particularly the issues they face with their skin and how our products can offer solutions.

    We firmly anchor our innovations on the needs of the customer through our products which target acne, pigmentation, anti-aging, sun protection, and pigmented skin among others. Interactions with dermatologists, influencers, and experts in the field help us to ensure that our products are scientifically backed, safe, and effective. This allows us to develop solutions that truly resonate with the market and cater to evolving customer needs.

    StartupTalky: How does Fixderma empower underprivileged communities, and why is this cause important to you as a brand?

    Ms. Shaily Mehrotra: One of my primary goals has always been to work together and help the poor and disadvantaged people in society. I have always felt a responsibility to give back to society, and this commitment is deeply embedded in Fixderma’s business ethos. For us, corporate social responsibility is not just another add-on activity; It is an integral part of our brand attributes.

    For children and women from poor and marginalized communities, we have established an NGO called the Fix My Life Foundation, located in Varanasi, and through this NGO, we strive for the betterment of these individuals. This initiative started with a simple rational idea that every person is worthy of living a good life irrespective of the situation he or she is born into. We emphasize making a positive difference through various components such as educational programs, vocational programs, and health care programs aimed at addressing the most basic needs.

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    StartupTalky: What were some of the biggest challenges and achievements for Fixderma in 2024 and how did they shape the company’s direction?

    Ms. Shaily Mehrotra: Fixderma witnessed remarkable milestones in 2024 while also navigating significant challenges that shaped the company’s growth. One of the high points of the year was the launch of our new moisturizing range Durave. Fixderma has always been driven by clinical expertise, and we identified a strong opportunity in the marketplace for an effective moisturizing solution that appeals to consumers. Our Fidelia range, which is part of our prescription-led RX portfolio, continued to cater to a niche medical audience.

    Another significant triumph was the incorporation of Exosome technology in our products, once again emphasising our inclination towards technology and introducing modern, science-based, and effective skin-care products. We also made a huge step forward with the launch of our flagship store, which allowed us to bring the Fixderma experience closer to our customers. Also, a particularly exciting launch was our underarm roll-on. This product was aimed at pigmentation and dark patches in the underarm area.

    However, along with these accomplishments, Fixderma enjoyed a fair share of challenges too. The biggest one was transitioning from being a dermatologically recommended brand to achieving significant success in the commercial and online skincare market. While our strong credibility among dermatologists provided a robust foundation, moving into the competitive digital landscape required a different approach. Educating consumers about the clinical expertise behind products like Shadow, Durave, Salyzap, and Skarfix was key.

    StartupTalky: What are the different strategies you use for marketing? Tell us about any growth hack that you pulled off.

    Ms. Shaily Mehrotra: At Fixderma, our marketing strategies are a hybrid of traditional and innovative approaches which allows us to maintain a good brand reach, engagement, and value for our customers. There has been a huge emphasis on developing brand campaigns that capture the attention of those we aim to reach and build long-lasting relationships.

    One of our most groundbreaking initiatives in 2024 has been striking major sponsorship deals which remarkably improved our brand visibility. We created our high-profile partnerships with entities such as the Delhi Capitals in the IPL and MTV Splitsvilla. These sponsorships enabled us to take the Fixderma brand to a much wider and more varied audience whilst also promoting the brand in exciting endeavours that appeal to our target audience. Such a strategic measure not only increases our brand credibility but also increases further our hold within the already crowded skincare market.

    In addition to sponsorships, we also took a leap into the digital space by creating our mobile application. This app is designed to enhance the overall customer experience while shopping on our app by making it easy for them to navigate through our product assortment, get tailored skincare advice, and enjoy different offers. The app was an important milestone in our digital evolution and was designed to help us engage more closely with our customers through a seamless and friendly user interface.

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    StartupTalky: What are the future plans for Fixderma? How do you plan to expand the Customers, SKUS, and team base in the future? What will be your growth strategy for the next 2-3 years?

    Ms. Shaily Mehrotra: We at Fixderma are committed to providing effective and innovative skincare solutions. Our growth plan is centred around new product development (NPD). We’ll continue to invest in our R&D capabilities to introduce new product categories and ranges. In 2025, we are excited to introduce our new baby care range along with product extensions in existing categories. With this, I intend to expand our customer base by implementing sharp data-driven targeting, fostering stronger relationships with customers at the back of dermatologists’ credibility, and leveraging various customer touchpoints.

    StartupTalky: As a female founder, what advice would you give to aspiring entrepreneurs looking to build a brand in the highly competitive skincare industry?

    Shaily Mehrotra, CEO and Co-founder of Fixderma India Pvt Ltd
    Shaily Mehrotra, CEO and Co-founder of Fixderma India Pvt Ltd

    Ms. Shaily Mehrotra: As a female founder in the highly competitive skincare industry, I would recommend being true to oneself and the challenge that comes with building a brand. First and foremost, know your ‘why.’ This is the foundation of your business model, be it an unwavering commitment to providing safe and effective skincare, or to conducting business ethically.

    I also believe that customers have become more educated and choosy in the products that they buy – which makes the authenticity of the brand imperative. It helps if you are very clear about your objectives, say if you want to create new and unique skincare products or environmentally friendly solutions, as this helps the audience relate to you and build their trust in you, time and again, over time.

    Explore more Recap’24 Interviews here.

  • Asian Paints Business Model | How Asian Paints Makes Money

    Asian Paints is India’s biggest paint company and one of the world’s largest decorative coatings. Founded in 1942, the company was conceived in Mumbai by four friends—Champaklal Choksey, Chimanlal Choksi, Suryakant Dani, and Arvind Vakil. The four friends founded this company with the idea of creating a challenge to some foreign makeup giants in the Indian market. With time, the company journeyed from being a tiny partnership at the onset of its move to a corporate giant that now throws approximately INR 354 billion as consolidated turnover.

    It involved decoration and industrial paints, waterproofing, paints, adhesives, and decorations for homes such as modular kitchens and sanitary ware. Asian Paints operates in nearly 15 countries with 27 manufacturing facilities and serves more than 60 countries through its subsidiaries such as Berger International and SCIB Paints.

    Asian Paints has established its supremacy in the Indian paint industry since 1967 and has retained its standing by continuous innovations and a strong focus on consumers. So well known it is regarded for its professionalism and swiftness in which it has developed that it is now the second-largest paint company in Asia and the eighth largest in the world. Its promise of quality as well as service to customers has established that trust factor to be a trusted brand in domestic and also international markets

    About Asian Paints

    The genesis of Asian Paints can be traced back to 1942 and was founded in Bombay (now Mumbai) by four friends: Champaklal H. Choksey, Chimanlal N. Choksi, Suryakant C. Dani, and Arvind R. Vakil. It was a historically unfortunate time for India because it was associated with the Quit India Movement. Since then, there has been a temporary ban on the import of paints, which has provided a great opportunity for the company. Initially named Asian Oil and Paint Company Pvt. Ltd., its activity was maintaining surface coatings and latex for rubber tires.

    In 1945, the company pioneered the introduction of smaller paint packets to meet local distribution and demand. Asian Paints changed its name to Asian Paints (India) Pvt. Ltd. in 1965 and, in 1973, became a public limited company. And so, over several decades, the company expanded its national boundaries into many international countries with a wide range of subsidiaries and joint ventures.

    By 1967, Asian Paints had established its presence as the market leader in India’s paint industry, and it has since maintained that status without fail. It is now considered the second-largest paint manufacturer in Asia and ranks eighth in the world, with more than 15 countries and 27 worldwide manufacturing facilities. Innovative marketing strategies and a strong consumer focus have contributed significantly to the company’s sustained growth and success in this highly competitive paints industry.

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    Asian Paints Business Model

    Asian Paints Treasury has so far fed into the world paint market, which always had a customer-oriented and innovative value proposition. They make all kinds of complementary paint-not only decorative-but also industry-specified home improvement products like adhesives, wallpapers, and waterproofing solutions. These may include, apart from such activities as color consulting and interior designing, some others that altogether make the whole experience worth much more for the customer than mere specimens of beautiful paints. 

    Part of the other side of this business model is sustainability and green solutions. The most revenue-generating activity is sales of decorated bake paints, while the Home Solutions segment supplements income by serving the premium customer. This comprehensive collection of products and services thus makes Asian Paints relevant to different market segments.

    The new business model that Asian Paints the fact that there are more than 50,000 retail points scattered in their towns and villages is complemented by their e-commerce portals. Emotional marketing expressed by the catchy tagline “Har Ghar Kuch Kehta Hai”-creates a bond between people and their homes. It is the combination of everything: the superior brand reputation in conjunction with heavy investments in R&D and strategic collaboration partnerships that keeps Asian Paints competitive while making it a trusted and innovative face of the global paint market.

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    How Asian Paints Makes Money | Asian Paints Revenue Model

    Above all, Asian Paints’ purpose of revenue diversification is the decorative paints segment, which derives as high as 70% of revenue. It offers wall finishes for interiors and exteriors, enamels, and wood finishes for selling to consumers (B2C) and companies (B2B). The company has started an industrial and automotive coatings segment through joint ventures that contribute about 15% of total revenues. Entry into these segments gives Asian Paints wider market access and allows the company to build itself against the fluctuations in the market. The Home Solutions vertical increases its revenue channels by providing services on color consultancy, waterproofing services, and professional painting, thus creating a holistic customer experience.

    Again for Asian Paints, this is its revenue stream supplementing through additionally related products like adhesives, wallpapers, and home decor products, as into making a one-stop shop of home improvement. Online promotion brings about a new form of shopping through e-channels. This covers a wider net just to improve the service offered directly to customers. It includes the operation of not fewer than 14 countries, along with subsidiaries such as Berger International and SCIB Paints. All this contributes enormously to the high stature and reputation of businesses as revenue-making machines and enhances their status of becoming a global leader in paints and coatings.

    Operating Revenue of Asian Paints Limited from the Financial Year 2015 to 2024
    Operating revenue of Asian Paints Limited from the Financial Year 2015 to 2024

    Asian Paints reported a 42.4% drop in net profit for Q2FY25, which stood at INR 694.64 crore, down from INR 1,205.42 crore last year. Revenue also decreased by 5.3% year-on-year, falling to INR 8,003.02 crore from INR 8,451.93 crore.

    The company reported INR 30,727.7 crore in revenue in FY23-24 from the sale of products and services, marking a 2.6% increase from the previous year. EBITDA stood at INR 7,855.0 crore, up by 23.9%, while free cash flow reached INR 3,571.0 crore, a growth of 18.5%. The Return on Capital Employed (ROCE) was 41.2%, reflecting an 8.4%

    Asian Paints Unique Selling Proposition

    Asian paints offer paint and paint products that include, decorative paints, industrial coatings, and solutions for home improvement which are color consultancy and other professional painting services. The commitment to advanced quality and innovations along with heavy R&D investments ensures that the company offers future products that adapt to consumer requirements. Such successful campaigns build on the iconic identity of the brand; har ghar kuch kehta hai is a campaign that has resonated emotionally with customers across segments. Over 50000 retail outlets build on a strong customer-facing strategy that targets consumers across demographics combined with a commitment to sustainability; it keeps Asian Paints at the top of its game as a trusted market leader.

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    Asian Paints  SWOT Analysis

    Asian Paints SWOT Analysis
    Asian Paints SWOT Analysis

    Asian Paints Strengths

    • Market Leadership: Has built itself as a trusted brand with a 40% market share in the decorative paint segment of India. 
    • Comprehensive Network: More than 70-thousand dealers across the nation reach even the most remote corners of the country. 
    • Wide Product Range: From decorative paints to industrial coatings to home decor, this particular brand ensures that different revenue streams are available. 
    • Strengthening Brand and Innovation: Fresh research and development investment has been made for products like weather-resistant paints, and thus also maintains its steady strong brand among customers as the overall quality and reliability of paints.

    Asian Paints Weaknesses

    • Reliance on Decorative Segment: A major portion of business revenue is derived from decorative paints, making the company dependent on the demand variation in construction and real estate markets.
    • High Operating Costs: Increasing input costs of raw materials affect profitability and compel stringent management of costs.
    • Limited Presence in Industrial Coatings: To add to that, Asian Paints have virtually no dependence on the embellishment avenue, as compared to competitors like Berger and Akzo Nobel in terms of Industrial coatings, which restricts the market growth potential. All that was strong in the decorative field.

    Asian Paints Opportunities

    • Home Improvement: The company is now focused on diversifying into home improvement service areas-including furniture and bathroom fitting-where integrated solutions most effectively meet the differing needs of consumers.
    • Increasing Rural Markets: Asian Paints is expected to tweak its products and marketing strategy to efficiently tap this new market with the growing rural disposable income.
    • Sustainability Initiatives: With more consumers demanding environment-friendly products, Asian Paints can have more opportunities to increase its sales through green sales operations and sustainability initiatives.
    • Expand International Market: Further, emerging markets such as Africa and Southeast Asia open new avenues for the company through both partnerships and acquisitions.

    Asian Paints Threats

    • A very tough contest: Asian Paints is not only in sharp competition with local rivals like Berger Paints but also with international giants such as PPG Industries and Sherwin-Williams. This results in price pressures and lower margins of profit.
    • Unstable Prices in Raw Materials: Volatility in prices of raw materials normally affects crude oil prices and then directly impacts production costs and margins unless the cost is passed on to the consumer.
    • Economic Downturns: The diminished demand from the real estate or construction sectors may cause lesser consumption of decorative paints, thus basically affecting overall revenues.
    • Regulatory Bottlenecks: These can be disastrous when too stringent environmental regulations become very costly and therefore undermine their operational efficiency, especially with foreign countries.

    Conclusion

    The business model of Asian Paints has indeed cemented this company’s leadership position in the global paint sector. Roughly 85% of this income originates from decorative paints: wall finishes, enamels, woods, etc., for both B2C and B2B sales. Moreover, this will only increase its revenues as the firm diversifies into industrial coatings and home improvements such as waterproofing and interior design.

    Apart from an overall market share of over 50% in India, the company boasts a vast dealer network numbering over 70,000 and has a great emphasis on innovation and development driven by heavy investments in research and development. However, on the one side, there are challenges such as dependence upon the decorative segment and competition from industry players. Customer-oriented strategies, technologies to innovate, and diversification would enable Asian Paints to lead for long periods and be well-positioned in terms of continuing growth and market leadership.

    FAQs

    Who founded Asian Paints?

    Asian Paints was founded in 1942 in Bombay (now Mumbai) by four friends: Champaklal H. Choksey, Chimanlal N. Choksi, Suryakant C. Dani, and Arvind R. Vakil.

    How Asian Paints make money?

    Asian Paints makes money by selling paints, coatings, wallpapers, and tools for homes and offices. It also earns from home painting services, waterproofing solutions, and exports to other countries. The company offers kitchen and bathroom designs, adding more income.

    What are Asian Paints strengths?

    Asian Paints strengths include Market Leadership, a Comprehensive Network, a Wide Product Range, and Strengthening Brand and Innovation.

  • Investor Reduces PharmEasy’s Valuation to $456 Million

    Online pharmacy PharmEasy’s worth has fallen to about $456 million, a sharp 92% decrease from its previous peak of $5.6 billion. Additionally, the company’s worth has dropped by 18.57% since its latest fundraising in April, when it was valued at about $560 million. A renowned media house was the first to disclose this huge decline, quoting Janus Henderson, an investor in PharmEasy, who stated that his 12.9 million shares are now worth just over $0.76 million, which is less than the $9.4 million he originally invested.

    The move follows the company’s earlier this year acquisition of more than $216 million in new funding. The company was valued at about $560 million at the time of the financing round, which was undertaken at a 90% valuation drop from its peak. Furthermore, PharmEasy’s present valuation appears to be much lower than the $600 million it paid to purchase the diagnostic lab chain Thyrocare in 2021.

    The Root Cause of the Decline

    After delaying a $843 million initial public offering (IPO) that was planned for 2021, PharmEasy‘s financial issues became apparent. After that, the business was under more and more pressure to control its debts, including a $300 million loan from Goldman Sachs that was challenging to pay back in a tighter market. PharmEasy responded to these difficulties by launching a rights offering and generating $417 million to pay off its debt and ease its financial strain. Notably, this rights offering gave current shareholders the opportunity to buy shares at a reduced price, which may dilute ownership for non-participants.

    In 2023, Neuberger Berman was another investor to lower the value of their PharmEasy assets, bringing the company’s valuation down by 21% to $4.4 billion. PharmEasy was founded in 2015 by Dharmil Sheth, Dhaval Shah, Harsh Parekh, Siddharth Shah, and Hardik Dedhia. Its main online platform distributes medications, and its subsidiaries provide diagnostic services.

    Recent Developments in PharmEasy

    Due to a decrease in operating expenses and unusual items, the epharma company’s consolidated net loss in the fiscal year 2023–24 (FY24) was cut in half, reaching INR 2,531.1 Cr. In FY23, the company’s net loss was INR 5,202.5 Cr, a 51.35% decrease. Its operating revenue did, however, also decline. From INR 6,643.9 Cr in FY23 to INR 5,664.2 Cr in FY24, PharmEasy’s operating revenue decreased by 14.75%. This is the main reason why PharmEasy has recently seen a number of changes.

    On August 16, 2024, ArisInfra Solutions, supported by the CEO of PharmEasy, submitted draft papers for an INR 600 Cr IPO, demonstrating continued efforts to generate money in the healthcare industry. Thyrocare, which is owned by PharmEasy, also revealed ambitions to extend its operations in northern India by purchasing Polo Labs’ pathology testing division.

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  • Delhi High Court Orders Websites Copying Games24x7’s RummyCircle to be Blocked

    A John Doe order has been issued by the Delhi High Court against several websites that are said to have unlawfully copied the layout and content of RummyCircle, the online gaming platform run by Games24x7.  In order to resolve several infractions, including copyright, trademark infringement, misrepresentation, and the unauthorised use of the startup’s founders’ names on certain websites, Games24x7 filed a lawsuit.

    What is John Doe Order?

    Interestingly, a John Doe order is a court order that permits an individual or organisation to pursue action against an unnamed person or group. “John Doe” serves as a stand-in for the unidentified individual who is being accused of misconduct.

    According to Games24X7‘s petition, some websites were using the bait-and-switch technique, which involves luring customers with a phoney RummyCircle page before rerouting them to unlawful gambling and casino websites.  Furthermore, it asserted that a number of domains were illegally promoting rival rummy platforms or illicit gambling websites by exploiting the RummyCircle trademark.

    Creating Replicas of RummyCircle’s Website

    In order to falsely identify themselves with RummyCircle, several of these websites also allegedly made nearly identical copies of the company’s website, stealing its layout, content, and user reviews. According to the HC’s verdict, Games24x7’s rights were blatantly breached by the defendants, which were fraudulent websites. The defendants were ordered by the court to refrain from using the RummyCircle brand or anything similar in the titles of their websites, posts on social media, or other materials. In addition, it mandated that the infringing websites be shuttered and removed and stated that the defendants could not utilise the names of Games24x7’s founders in any way. Due to the increasing threat of copyright and trademark infringement, courts have recently issued a number of these orders.

    The Delhi High Court last month awarded ZED Entertainment a “Dynamic+” John Doe order to protect digital privacy. Without requiring repeated court approvals, this order allowed Zed to take action against websites that were unlawfully streaming its content, including TV series, films, and over-the-top (OTT) content.

    Current Financial Dynamics of Games24x7

    Games24X7, which was founded in 2006 by Bhavin Pandya and Trivikraman Thampy, provides games such as RummyCircle and My11Circle.  After raising $75 million in a funding round led by Malabar Investment in 2022, it became a unicorn. Among its supporters are Tiger Global and Raine Group.  The unicorn faces competition from teams like Dream11 and MPL. Games24X7’s net loss decreased 29% to INR 199.60 Cr in FY23, while its consolidated income from operations increased 1.7X to INR 1,988.10 Cr.

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  • Peak XV Offloads About INR 82 Crore Worth of MobiKwik Shares

    On December 26, Peak XV Partners Investment Holdings III, a foreign venture capital investor in One Mobikwik Systems, sold shares in the company for INR 81.63 crore through open market transactions. Recently, One Mobikwik Systems was added to the benchmark index. According to an NSE bulk sale, Peak XV Partners Investment, formerly Sequoia Capital India and SEA, sold a 1.54% share in the business. At INR 679.38 per share, the investor sold off 12.01 lakh shares.

    As of December 16, Peak XV Partners Investment Holdings III owned 2.81% of the business, per BSE statistics. However, as of December 6, Peak XV Partners Investment Holdings III owned 3.67% of the business, according to the Red Herring Documents. for a premium of 57.71%, the stock made its debut on the National Stock Exchange for INR 440 a share. At INR 442.25 per share, it was listed on the BSE, representing a 58.51% premium.

    MobiKwik’s Recently Concluded IPO

    The initial public offering (IPO) of MobiKwik Systems, which ended on December 13, was subscribed for 119.38 times, with qualified institutional purchasers driving demand. Only a new issue of shares valued at INR 572 crore was included in the IPO.

    The IPO proceeds will be used by MobiKwik for a number of initiatives, such as INR 150 crore for financing organic financial services growth, INR 135 crore for payment services, and INR 107 crore for investments in data, machine learning, artificial intelligence, and product and technology research and development. The remaining INR 70.28 crore will be allocated to general corporate objectives and capital expenditures for its payment devices division.

    About MobiKwik and Expansion of Fintech Sector in India

    MobiKwik, a digital banking platform that provides a range of financial solutions for both customers and merchants, was founded in 2009 by Bipin Preet Singh and Upasana Taku. The fintech startup makes money by offering payment gateway services, buy now pay later (BNPL), and consumer payments. In India’s growing fintech market, it faces competition from companies like Paytm, PhonePe, and Google Pay. Recently, MobiKwik became public on the stock exchanges. Its initial public offering (IPO) included no offer for sale and only a new issuance of shares valued at INR 572 Cr.

    Company’s Performance at BSE

    MobiKwik’s stock debuted on the BSE at INR 442.25, which was 58.5% higher than the issue price of INR 279. The shares were listed at INR 440 each on the NSE, which was 57.7% more than the issue price. The stock has been rising steadily ever since. Dolat Capital, a broking firm, began covering the stock earlier this month with a “BUY” rating and a price objective of INR 500. In the first quarter of FY25, MobiKwik recorded a net loss of INR 6.6 Cr, down from a net profit of INR 3 Cr in the same period last year. During the reviewed quarter, operating revenue was INR 342.2 Cr.

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  • CCI Establishes a Confidentiality Ring to Accelerate the Apple Antitrust Investigation

    Ahead of the case’s final hearing next year, the Competition Commission of India (CCI) has reportedly decided to put the huge tech giant behind a “confidentiality ring” as part of its stepped-up antitrust investigation into Apple. According to sources cited by a media report, the watchdog consented to establish the “confidentiality ring” last week. Before the CCI begins the lawsuit’s final hearing, the action will allow the giant tech firm to examine sensitive information related to the antitrust case. The regime, which was implemented in 2022, gives parties access to private data or records pertaining to other parties in an investigation so they can better defend themselves. The confidentiality ring aids regulators in quickly resolving complaints, subject to specific riders. Apple and other chosen parties have access to sensitive, private information under the secrecy ring.

    Options Available for Apple

    According to media reports, Apple may be asked to respond to the CCI probe report after information is made available, at which point the hearing will start. In this situation, Apple will have four weeks to provide the information that the watchdog is requesting. The article also stated that Apple and a few other carefully chosen linked businesses will have the opportunity to physically confirm the files and information in the investigative report, and they may even receive a certified copy of those files.

    The move follows rumours that the CCI denied Apple’s plea to halt an antitrust investigation that exposed the massive tech giant’s violations of the nation’s competition laws, which circulated a month ago. Apple had argued in its petition that the non-profit Together We Fight Society (TWFS), the primary complainant, had disregarded the watchdog’s orders to remove previous probe reports. In August, the CCI ordered an extraordinary recall of investigative reports after Apple alleged that the watchdog had given over trade secrets to rivals, including Match, the owner of Tinder, as part of the antitrust inquiry.

    The Commission then instructed the parties to destroy all copies and return the reports. It then released fresh reports. Allegations that Apple was abusing its dominating position in the app marketplace and pressuring developers to utilise its in-app payments system prompted the watchdog to begin its probe against the corporation in 2021.

    Big Tech Companies Face Strict Scanning by CCI

    According to reports earlier this year, the Cupertino-based multinational tech company was found guilty of unfair trading practices and violating competition laws by the CCI internally. It is important to note that the CCI is targeting other large IT companies in addition to Apple. The authority levied two distinct fines against Google in 2022, amounting to more than INR 2,200 Cr, for misusing its market dominance in Android smartphones and for violating Play Store regulations. The social media giant Meta was also fined INR 213.14 Cr by the CCI in November of this year for abusing its power in relation to the 2021 WhatsApp privacy policy modification. Amazon and Walmart-owned Flipkart were later found to have violated competition regulations by favouring specific sellers on their platforms, according to an internal investigation by the Commission.

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  • The CCPA will Investigate Ride-Hailing Apps for Having Different Prices

    On December 26, Union Consumer Affairs Minister Pralhad Joshi ordered the Central Consumer Protection Authority (CCPA) to conduct a thorough investigation into the discrepancy in taxi fares that ride-hailing platforms display simultaneously on Android and iOS devices for identical rides. This was in response to a media report about the issue. He has instructed the consumer affairs division to investigate additional industries, like online ticket booking and food delivery applications.

    The minister tweeted, tagging the media report, that the taxi aggregators are allegedly employing differential pricing based on the factors listed in the article below, which on the surface appears to be an unfair trading practice. If that is the case, this is a flagrant violation of the consumer’s right to know. “I have instructed @jagograhakjago through CCPA to carry out a thorough investigation into this and submit a report as soon as possible,” he added. I’ve requested that the department investigate more areas, such as apps for online ticket booking and food delivery. Authorities stated that they will gather the proof and ask the taxi aggregators and other platforms that deal with online ticketing and food delivery for their reaction.

    Reports’ Citing & Uber’s Response

    Joshi was replying to a post that featured a news clip about how the prices of taxi rides on Android and iPhone handsets differed. According to the report’s citing, iPhone users pay more than Android users for transportation to the same destination from three distinct sites in Chennai. This comes a day after a user highlighted a notable price variation when using an Android and an iPhone to book the same ride on Uber in a post on LinkedIn. Uber denied the claim that the “observed fare differences” were caused by the type of phone used as the matter grew into a controversy. The aggregator clarified that the pricing is affected by the numerous variations between these two rides. These requests have distinct pick-up, ETA, and drop-off locations, which will result in different fares. Uber does not adjust trip costs according to the manufacturer of a rider’s mobile device.

    Startups Under the Strict Scanner

    The CCPA has recently taken action against startups and consumer internet platforms for violating consumer protection regulations. This development has occurred at a particular juncture. It began a thorough investigation into many customer complaints against Ola Electric, an electric vehicle manufacturer, in October. Eleven rapid commerce and e-commerce businesses, including Blinkit, Zepto, and Meesho, were given notices for violating metrology standards in the same month. Before that, in April, the CCPA ordered the swift commerce companies to provide evidence for their “10-minute” delivery claims.

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  • The Psychology Behind Viral Marketing Campaigns

    This article has been contributed by Stuti Singh, Founder & Director, Stack PR.

    In an era which is completely dominated by digital platforms, the future of marketing campaigns is often linked with their ability to go viral. Content that resonates deeply and spreads rapidly is not just a chance but a result of leveraging psychological principles. These principles impact people’s thinking, feelings, and behaviour by shaping their decisions to engage with the shared content. By understanding psychological stimulations which drive human behaviour, marketers can craft compelling campaigns that connect emotionally, inspiring actions, and create lasting impact in the digital landscape. 

    Key Psychological Drivers Behind Viral Marketing

    Social Proof: Following the Crowd

    Humans often rely on others’ opinions and behaviours to guide their actions. Social proof motivates people to follow trends, products, or ideas that seem popular, building a sense of trust and popularity. When individuals see others engaging with or endorsing content, it creates a follow-on effect, motivating them to follow suit. Viral Marketing often leverages this by highlighting user likes, shares, and comments to build trust and support for more join-in, helping ideas spread rapidly. 

    Emotional Contagion: Spreading Feelings

    Emotions are contagious. Whether it is joy, surprise, happiness, sadness, or even outrage, feelings spread quickly through social networks. Viral campaigns that elicit strong emotional reactions—like empathy, laughter, anger, or awe—are more likely to be shared. For instance, stories that are humorous, heartwarming, or profound connect with the audience on a personal level and make them keen to express those emotions. 

    Cognitive Biases: Mental Shortcuts

    Cognitive biases like belief biases play a crucial role in content sharing. People are attracted to information that matches their beliefs or supports their experiences. Viral campaigns often use relatable narratives that touch audiences’ pre-existing viewpoints, motivating engagement and delivery.

    Social Identity Theory: Defining Ourselves

    People often derive a sense of identity and familiarity from the groups they are partnered with. Viral content often draws from common experiences, shared viewpoints, values, and cultural touchpoints, nurturing a sense of belonging. For example, campaigns that celebrate community pride, women’s empowerment, or address global issues motivate individuals to share the content as a reflection of their identity.

    Neuroplasticity: Reinforcing Habits

    Frequent exposure to similar content or messages redirects the brain and reinforces behaviours. This principle is very evident in constant branding, repetitive hashtags, or challenges that create a habitual sharing pattern among the audience. 

    The Power of Visual Appeal

    In the current digital world, visual content is supreme. Images, videos, and infographics outshine text-only posts in engagement. Visually striking campaigns not only attract attention but also increase the chances of being shared across platforms. 

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    Here’s Why People Share Content 

    1. Emotion: Emotional stories or visuals trigger strong feelings, convincing the audience to share further.
    2. Social Currency: Sharing unique, clever, or insightful content helps in showcasing knowledge and creativity enhancing their social status. 
    3. Stories: Memorable content sticks in people’s minds making it easier to recall and share.
    4. Practical Values: Content that provides value, naturally attracts attention.
    5. Surprise and Novelty: Unexpected elements or new perspectives grab attention and spark curiosity. 

    Below are the examples of marketing strategies applied by famous brands:

    Red Bull Launch

    In 1994, Red Bull GmbH faced an exacting challenge as it prepared to launch its energy drink in London. There were a number of challenges including market saturation with competitors and a lack of brand awareness. Their marketing team came up with a brilliant solution, ‘the empty can campaign’. They placed empty cans in crowded public areas, such as garbage bins outside clubs and on college campuses. This unique strategy was based on the principle of social proof as people are more likely to do something if they see other people doing it. Placing the empty cans at public areas created an illusion that Red Bull’s energy drink was the most popular one on the market. This caught people’s eye and sparked curiosity and a desire to try the product themselves. This campaign turned a simple object into a subtle yet powerful marketing tool, drawing attention to the brand without overtly selling it. It demonstrated how unconventional marketing can break through crowded markets and build brand recognition from the ground up.

    McDonalds 

    Mcdonald’s Netherlands, in collaboration with its creative agency TBWA\NEBOKO took sensory advertising to a whole new level with a campaign taps into an often-overlooked sense in marketing i.e., smell. This Smell-O-Vision campaign celebrates the irresistible aroma of McDonald’s French fries bringing life to a billboard (the highlight of the campaign) and making people crave a cheeky Maccies as they walk past. This unique and big attention grabbing billboard installed on the streets of Amsterdam was painted in red and yellow. It features McDonald’s signature colors but there were no logos, texts, or branding, it was relying solely on the universal recognition of the color palette and the power of the product’s scent to draw people in. The functional design of the billboard makes this campaign truly stand out; the built-in slot where freshly baked McDonald’s fries are placed, and a vent system that disperses their mouthwatering aroma into the surrounding area, never fails to evoke hunger and spark curiosity among the people passing by. Here, the use of sensory marketing transformed an ordinary advertising medium into an immersive experience that not only makes the brand stand out but also reinforces its reputation for creating carve-worthy moments that connect with people in unexpected ways. 

    Amazon Prime Masters Moment Marketing 

    Amazon Prime took the spotlights in 2019 with its brilliant use of moment marketing- the art of riding the wave of trending topics to spark instant engagement. When Bollywood actor Rahul Bose created a buzz by sharing his experience about being paid a high cash price for two bananas at a luxury hotel, brands across industries jumped at the opportunity to showcase their affordability. But it was Amazon Prime’s sharp response that stole the show, captured attention, drove conversation and trended a trending moment into marketing gold. The brand used humor to showcase the value Amazon Prime offers i.e. competitive pricing. This example proves that a successful marketing campaign does not always require months of planning, sometimes, being quick and responsive on social media can lead to big wins. 

    Ariel India #SharetheLoad Campaign 

    Ariel struck a chord with hearts and minds in 2019 with their #SharetheLoad campaign. They released a compelling video featuring a mother diligently cleaning up after her son. This story took a thought-provoking turn when her daughter confessed she left her job because her husband refused to share household responsibilities. This revelation prompts the mother to reflect on the imbalance she has unknowingly reinforced and inspires her to take action by teaching her son to do laundry, this spreads a powerful message of gender equality. It resonated deeply with millions and the video garnered over 9 million views. Celebrities like Rajkumar Rao and Shifa Merchant also joined the movement. This video went beyond promoting laundry detergent – showcased a social issue in a relatable way, making it an impactful example of purpose driven marketing on social media. 

    Dove Redefines Beauty 

    Back in 2004, Dove launched a stupendous “Real Beauty” campaign, a bold move to redefine the society’s so-called beauty standards. The brand started showing ladies that real beauty isn’t just about being thin, it celebrated diversity by showcasing women of all shapes, sizes, and colors in its commercials. The message was clear: every woman is beautiful, just as she is. The impact was profound. For the first time, many women saw relatable representations of themselves on television. The campaign sparkled good talks about what true beauty means, challenging deep-seated notions and encouraging self-acceptance. Dove did not stop there, it expanded the movement through workshops, videos, and educational initiatives aimed at building confidence and promoting self esteem. Their powerful message, “beauty comes in every form, and it’s time to celebrate it” won many hearts. 

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  • Swiss International University (SIU) Announces Smart Higher and Vocational Education Globally

    State-accredited Swiss International University leads global education with innovative 100% blended learning programs.

    New Delhi [India], December 28: Swiss International University (SIU) has made history by declaring that it is the world’s first state-accredited university to provide 100% blended education. This new institution, which also boasts branches in other key cities around the globe like Zurich, Dubai, Riga, and Bishkek, is redefining higher and vocational education, making it smarter, more accessible, and highly flexible. This approach is aimed towards today’s learners who require good quality education that will not compromise with their personal as well as professional life.

    SIU education combines the best of online and on-campus learning, enabling students to pursue their studies without compromising with other commitments. This model empowers the students from different walks of life to access world-class education, tailored to their needs, thus providing a complete learning experience. SIU makes use of state-of-the-art technologies, including AI-driven learning tools, virtual labs, and interactive platforms, to create interesting and practical learning environments that imbue students with the basics of today’s competitive job market. 

    The campuses of SIU in major cities like Zurich, Dubai, Riga, and Bishkek intend to establish international quality standards in meeting regional demand. Every location offers an opportunity for intercultural experience, enabling global mobility and preparing students to work effectively anywhere in the world. The academic programs available range widely from business and technology through to management and other programs, and so on, hence ensuring that students are able to access opportunities aligned with their wishes. 

    SIU is an accredited institution by the state, guaranteeing quality education that employers and academic communities worldwide will recognize. The accreditation speaks of the credibility of the university and the value that its degrees and certifications give. The institution focuses on blended learning that bridges the gap between traditional and modern education, thus becoming a leader in the evolving landscape of higher education. 

    The announcement of Swiss International University reflects the vision of creating an innovative, inclusive, and impactful world-class educational network. By integrating flexibility, advanced technology, and global reach, SIU is setting a new standard in smart education. The university also supports lifelong learning so that people can update their knowledge and skills even after graduation. This initiative would ensure that students from any walk of life can realize their academic and career objectives without any limitations. 

    This goes beyond transforming education and offers a pathway to a future that is smart. Higher and vocational education, indeed, marks a new page on global education, becoming among the most accessible and open educational institutions on earth. Welcome to Swiss International University; come and take the first step to an even brighter future.

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  • Maya Varma of Teejh on Blending Tradition and Modernity in Jewellery and Fashion for the Modern Indian Woman

    StartupTalky presents Recap’24, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2024 and discuss their vision for the future.

    The Indian fashion market in India is expected to grow by 10.65% from 2024 to 2029, reaching a market volume of USD 24.35 billion by 2029. This growth is the result of changing consumer preferences, with an increasing demand for versatile and accessible ethnic fashion that blends tradition with contemporary styles.

    In this edition of Recap’24, we highlight a brand that is making its mark in the ethnic jewellery and saree industry, Teejh. Teejh offers high-quality, everyday wear that celebrates both heritage and modernity. StartupTalky had the privilege to connect with Ms. Maya Varma, Co-founder and Chief Brand and Product Officer of Teejh, who shared how the brand started with oxidised jewellery and has since expanded into a complete lifestyle brand. Varma discussed Teejh’s focus on creating products that reflect the modern Indian woman’s style while staying rooted in tradition. She also shared the brand’s expansion into new categories and its plans for continued growth in the years ahead.

    StartupTalky: Teejh started with a focus on oxidised jewellery. Can you tell us what inspired this decision and how it reflects your vision of blending traditional Indian aesthetics with modern wear?

    Ms. Maya Varma: Teejh is an ethnic jewellery and saree brand that celebrates the spirit of the modern Indian woman who effortlessly fuses tradition with contemporary style. Teejh was born from a deep-rooted connection to heritage and self-expression. Today’s progressive Indian woman confidently embraces both her roots and modernity.

    Teejh began its journey specializing in oxidized jewellery, addressing a gap in the market where most Indian brands primarily focused on occasion-specific pieces. Recognizing the need for jewellery that blends traditional aesthetics with everyday wear, we set out to create pieces that carry the essence of Indian heritage into daily life. Most brands focus on providing heavy, blingy pieces that work well for festive occasions. We, on the other hand, wanted to create a brand where Indian elements in jewellery and sarees could be seamlessly incorporated into our customer’s everyday life. Our focus was to create products that are subtle, lightweight, easy to wear even with Western outfits, or can be worn regularly without any hassle.

    StartupTalky: What new products have you added to your collection in 2024, and how do they align with your brand’s philosophy?

    Ms. Maya Varma: We have added 2000+ products to our collections in 2024. From being an oxidized jewellery brand, we have evolved into Indian jewellery and saree brand that has simplicity and everyday wearability at the core of our design philosophy. This year we launched 10-12 jewellery collections across oxidised and gold plated jewellery, 12-15 saree collections across different materials, expanded our clutches and dupatta range, and introduced saree belts as a new category. We added multiple pitaara styles (jewellery sets) to our collections which do very well for gifting.

    This year one of our main focuses was to build our saree category as we strongly believe sarees should not only be an occasion wear attire, it has to be seamlessly integrated into our everyday wardrobes. Easy-to-wear block prints, soft comfortable mulmul sarees, flowy georgettes, and ready-to-wear sarees have become particularly popular in our range. This year we also forayed into light festive jewellery and sarees as well and received a very good response from our customers.

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    StartupTalky: What sets Teejh’s oxidised jewellery apart, and how has your unique selling point evolved with the addition of new categories?

    Ms. Maya Varma: We do a very curated selection of the styles we launch in every category. Every style is personally checked and selected by me keeping in mind the brand language and philosophy. Teejh’s oxidised jewellery stands apart because of our aesthetic designs, focus on details, indo-western appeal, and exceptional quality.

    Every year we launch 5-6 in-house designed oxidised jewellery collections that are inspired by Indian history, culture, and craft but can easily fit into an indo-western wardrobe. Simple, wearable, versatile India-inspired traditional yet contemporary styles are what we believe our USP is. With the addition of new categories and varied collections, we have evolved into a more comprehensive lifestyle brand that completes the ethnic wear needs of any modern Indian woman.

    Ms. Maya Varma: Fashion is an ever-evolving industry and being a fashion brand we’ve always had to constantly evolve with the trends, customer demands, and market opportunities. We started with oxidised jewellery as we realized there was a gap in the market for simple everyday designs that blur the lines between traditional and contemporary. Stacking and layering have been globally popular jewellery trends in recent years and we implemented the same in our collections too through layered oxidised necklaces, stacked bracelet sets, stacked rings, etc.

    In the past 5 years, we have seen customer spending patterns change and willingness to pay more for the right quality, leading us to explore different price segments of products. In the last few years thanks to Instagram and social media influencers, Indian women have been openly embracing sarees and Indianwear, which lead us to explore the opportunity and foray into the saree category.

    Ms. Maya Varma: Indian jewellery is generally very trend-agnostic from a design perspective so instead of trying to build the brand based on trends, we usually focus on customer demands and creating the right product range for a modern Indian woman’s ethnic sensibilities. Having said that in terms of products, our stacked bracelets and pre-curated Pitaara sets are one-of-a-kind offerings that evolved from the layering trend. We also offer Tjori sets which are stylized saree, jewellery and clutch sets that define a complete look.

    In terms of marketing strategy, in 2020 we started a series on our Instagram page & website called #IAmTeejh, which is an attempt to celebrate and talk about the Untold Success Stories of Modern Indian Women following their passion and chasing their dreams.

    It’s about their will and determination, their struggles, their achievements, and experiences that made them who they are. It’s an attempt to understand their inspiring journey and how they are blurring the lines between their modern lifestyles and traditional roots. We have shared stories of 25 inspiring women, worked with numerous Indian influencers, and built a very strong close-knit community of people who identify as #womenofteejh.


    StartupTalky: What key metrics do you track to measure Teejh’s growth and performance?

    Ms. Maya Varma: We focus on the below metrics to gauge and measure growth:

    • Revenue & Gross Margin Growth QoQ – Overall & Category-wise
    • Basket Size, Average Order Value, Average Selling Price
    • Repeat Buying Rate
    • Customer LTV (Lifetime Value)
    • Category-wise Contribution Margin
    • Active Customers Growth Rate YoY
    • Instagram follower Growth rate YoY

    StartupTalky: What were the biggest challenges Teejh faced in 2024, and how did you overcome them?

    Ms. Maya Varma: One of the biggest challenges we faced this year was longer supplier lead times owing to increased order volumes in both jewellery and saree categories. Some of our suppliers had to double their workforce to meet the growing volumes. Though a good problem to have, this led to untimely product stockouts and sales impact. We were quick to realize this and onboarded new manufacturers to split the load and kept introducing new styles so that customers have more options and sales don’t drop.

    StartupTalky: How do you ensure repeat purchases and customer loyalty? Are there any retention strategies that have worked well for your brand?

    Ms. Maya Varma: Our Retention strategy is broken down into 3 parts:

    1. Study and analyze customer profiles through internal data points and 3rd party tech tools such as Quickpass, Hotjar, etc, and build focused customer segments.
    2. Targeting customer segments with personalized communication and proposition via retargeted Google and Meta Ads as well as through Whatsapp API bots and promotions.
    3. Automated email and WhatsApp campaigns built around customer activity and engagements.

    We will be launching Teejh’s Mobile app in Jan 2025, post which we will aggressively use the App as a focal source to drive stronger engagements and stickier retention.

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    StartupTalky: What marketing strategies have been most effective for Teejh, and did you implement any growth hacks that worked well for you?

    Ms. Maya Varma: Our performance marketing strategy is quite effective in terms of lucid communication, pleasing creatives, focused targeting, and high-yielding advertising placements. We strongly focus on the following key areas:

    • Acquisition strategy that focuses on Bottom-of-the-funnel with above-par industry ROAS.
    • Strong bias towards Instagram placements.
    • Dynamicity of creatives and ad copies through Meta’s AI and Advantage+ engines.
    • Usage of Influencer and creator fraternity collaterals to drive brand awareness and digital campaigns.

    StartupTalky: How has Instagram, contributed to Teejh’s growth?

    Ms. Maya Varma: Instagram has contributed immensely to Teejh’s growth as we have been able to create a very strong community of Indian fashion lovers and enthusiasts who have been loving and constantly supporting us over the past years. For any fashion brand, visual representation of products and the brand’s identity is very important and Instagram has made this possible and accessible to a wide audience.  Instagram ads also helped us reach millions of people and lead them to our website.

    StartupTalky: What growth opportunities do you see in the jewellery and fashion industry, both in India and globally?

    Ms. Maya Varma: The fashion accessories market in India is estimated to reach about US$ 10.6 billion by 2025 and to hit about US$ 20 billion by 2030 on account of the growing young population and rapid urbanization. We believe there is a huge demand for Indian jewellery and sarees globally as well thanks to a huge NRI population.

    We aspire to become an Indian Fashion & Lifestyle brand emerging out of India with a global presence in the next 5 years. Tapping into adjacent product categories, adjacent customer segments, and adjacent markets is something we intend to do. We plan to go omni channel and strengthen our online marketplace presence, explore the offline retail space, and initiate International shipping in the next 1 year.

    StartupTalky: As a founder, what advice would you give to other entrepreneurs starting a D2C brand based on your experiences with Teejh?

    Ms. Maya Varma: As a founder, my advice to new entrepreneurs would be to trust your passion, be on top of your numbers, and be resilient and perseverant as true success takes time and a lot of hard work.

    Explore more Recap’24 Interviews here.